Consumer Behaviour in Asia

Name: Consumer Behaviour in Asia
Brand: PALGRAVE MACMILLAN
SKU: 9780333736258
Price: 244.99 PLN
Availability: InStock

Autor: Hellmut Schutte, Deanna Ciarlante

Język:

Oprawa: Twarda

Wydawca: PALGRAVE MACMILLAN

Dostępność: Dostępna u dostawcy w małych ilościach

Wysyłamy za 13-18 dni

244.99 zł

Understanding and effectively marketing within Asia is vital to many firms' global expansion and suc...

Informacje o książce

Autor

Hellmut Schutte, Deanna Ciarlante

Język

Angielski

Oprawa

Książka - Twarda

Data wydania

1998

strony

275

EAN

9780333736258

ISBN

0333736257

Enbook ID

04598520

Wydawca

PALGRAVE MACMILLAN

Waga

581

Wymiary

155 x 235 x 234

Pełny opis

Understanding and effectively marketing within Asia is vital to many firms' global expansion and success. Yet many marketing strategies are based on a western perspective of what consumers want and respond to. In this work, the authors argue that Asian cultures and Western cultures are distinctly different along many fundamental underlying cultural dimensions. This difference means that Asian consumer behaviour is distinct and that the applicability to Asian consumers of existing consumer behaviour concepts should be re-evaluated. In this book, the authors outline and explain these differences and put forward modifications to many well-known consumer behaviour concepts. They show how firms need to modify their marketing strategies in such areas as segmentation, positioning and the marketing mix in order to successfully penetrate these markets. This book should be of interest to: Western managers of companies marketing consumer products in Asia; MBA students studying a course in consumer behaviour and/or international business; and academics and researchers in the field of consumer behaviour and/or Asia-Pacific.

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